Asia direct

TNS Worldpanel Asia says around 59 million households in Asia bought skin care products via direct sales channels in 2005.

The Philippines and Thailand are the biggest buyers through direct channels, but not all Asian countries are quite so eager. In Malaysia, for example, levels dropped from 21% in 2004 to 18% in 2005. Here consumers are now tending to buy beauty products such as skin care and hair care from established retailers, possibly because of convenience and good value. Direct sales also declined in Korea.

“Direct selling of skin care and cosmetics is still considerable across Asia,” says Marcy Kou, md of TNS Worldpanel Asia. “But the retail landscape in many countries is changing. In South East Asia many countries are seeing an increase in modern retail outlets while in some of the developed North Asian markets channels such as the internet and brand specific stores are emerging.”